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A number of public sector campaigns, such as TDA Teacher Recruitment by DDB UK and MEC and Stroke Awareness by DLKW, also took awards. The value of traditional media public sector campaigns has been questioned by the coalition Government and there is doubt over the future of the COI.

Lord Burns, chairman of Channel Four and Santander UK and chairman of the award judges, says: “I have witnessed first-hand the close scrutiny that the papers submitted into the IPA Effectiveness Awards is put under. The winning campaigns have produced outstanding results, in terms of incremental profit, which is testament to the power of marketing communications and to the talents of all those entrants.”

Television was the most used media, deployed in 36 out of the 38 winning entries while the second most used form of communication was press advertising, used in 31 of the 38 winning entries.

This was followed by outdoor advertising, used in 25 of the 38 winning entries, while websites/microsites, online display and PR were each used in 22 winning entries.

Full list of winners below

Special Prizes:

Grand Prix – Hovis by MCBDEffectiveness Company of the Year – MCBDThe Broadbent Prize for Best Dedication to Effectiveness – CadburyBest Media – O2 by VCCPThe Channon Prize for Best New Learning – TDA Teacher Recruitment by DDB UK and MECBest Multi-Channel – TDA Teacher Recruitment by DDB UK and MECBest Short-Term – Self Assessment by MCBD, PHD Media and ElvisBest International – HSBC by JWT

Gold winners:

Hovis by MCBDEssential Waitrose by MCBD and Manning Gottlieb OMDO2 by VCCP Sainsbury’s by AMV.BBDOStroke Awareness by DLKWTDA Teacher Recruitment by DDB UK and MECWispa by Fallon London

Silver Winners

Audi by BBHBarclaycard by BBHBisto by McCann Erickson AdvertisingBT Total Broadband by AMV.BBDO and BTCadbury Dairy Milk by Fallon LondonComfort Fabric Conditioner by Ogilvy & Mather Asia PacificHeinz by AMV.BBDOHSBC by JWTKFC by BBHLloyds TSB by RKCR/Y&RRobinsons Fruit Shoot by BBHSelf Assessment by MCBD, PHD Media and ElvisSurf by BBHthetrainline.com by DLKW & PartnersTHINK! by Leo Burnett and AMV BDDOT-Mobile by Saatchi & Saatchi and MediaComTobacco Control by Partners Andrews Aldridge, MCBD and MECVirgin Atlantic by RKCR/Y&R and Manning Gottlieb OMD

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